It has been too long now for most people to remember how real estate agents and their brokers functioned in the past.

My last post, "'DIRECT HUMAN INTERACTION'...The Importance Of HUMAN Connection In Real Estate" was featured here on AR. This post covered the reasons that I believe to be behind the falling off of sales across the country and the malaise that we see within brokerages as they try to regain the place that belonged to them for so long. It points to the reaction/perception that has developed over the last 6-7 years, that it is Zillow and its counterparts who are running the show now in real estate. I wrote that post to counter the idea that we, as agents are less important than ever before--On the contrary, a disenfranchised public is LOOKING for the human connection that they vaguely remember, BZ (Before Zillow)

I was also invited to share that post on another website for real estate agents: ZURPLE, AGENT INSIGHTS. It should appear in about a week, so check back at the above website to see that placement.

This post should make points through ideas and a few examples of how we can begin to formulate our return to the rightful place for brokerage. I hope the points I make are well recieved and then we can all begin to rethink how we are engaging our clients and customers.

BZ--BEFORE OUR NEMISIS, ZILLOW

BZ (Before Zillow) We, as licensed agents, were the point of connection for the public. They found us in our property ads, our public open houses and through our signs on houses. They found us in church and at dinner parties, restaurants and the movies.

But more often then not they found us in our offices, at our desks working hard on all of our deals and potential clients.

These points of contact were the way we did our daily work and we did it very well! The public had no problem coming in to the office to speak to an agent!!

For most agents in today's real estate business, to understand the importance of interaction with the public and how it "drives the bus" is an impossible task!

It's not that the agents have forgotten---they have never known what it feels like! These are the nameless ones who rely on the Internet to generate their leads, to approve of them through the almost anonymous rating systems on big real estate sites and who actually pay for their own face to show up on any listing, no matter who has brought the listing to market!

TO DEHUMANIZE IS TO MAKE LESS HUMAN--AS IN A ROW OF FACES ON THE WEB, WITHOUT A FRAME OF REFERENCE, NEXT TO A PROPERTY THAT HAS NOTHING TO DO WITH ANY ONE OF THE FACES!

"Call this agent" is the command from behind the curtain--and the public follows suit. They make those calls and they get nothing but a possible confrontation as to "Who are you??? I called the listing agent to see this house!" They feel entirely miss-lead.

The public is fed up! They no longer want to even consider working with an agent to buy or sell their homes. It may take a few years before the bad experiences that the public is sure to have with the dubious likes of Z, T and others as they effort to DIY (Do It Yourself) in real estate.

ITS TIME TO RETURN TO A PROVEN, MORE DIRECT INTERACTION IN REAL ESTATE

No longer can we rely on our reputations to get referrals and calls from friends and friends of friends! We have had our reputations decimated and down-right trashed by the likes of Big Sites, i.e. Z, T and others. We have literally been dehumanized by the phony line up of stars near each face---an insinuation that said agent is a top producer when in fact they may be a brand new agent, or at the very most, have 1-2 deals that closed!!

AS AGENTS, WE HAVE NOT FULLY INFORMED THE PUBLIC OF JUST WHAT IT IS THAT WE DO!

We as agents/brokers have not been forthcoming enough with the public on just what it is that we do. The complexity of the deal is something most people have never been involved with--the perception of a "seamless deal" comes almost completely from the talent of the agent--and his or her ability to foresee issues and prevent them from becoming deal breakers.

It is very hard to tell people how hard we work so we need to demonstrate it in our day to day interactions with them. This is not a simple thing to do but I feel that we are on the leading edge of something new here and we need to take this opportunity to create videos, do seminars and do other public focused and interactive things that show us in the light that we need to be seen in.

It may be that we start doing seminars to the public--There is huge public interest in real estate--why not use that to our advantage?

Spend time in your offices again! Do more open houses! Appear in public as you help the needy!..but more than anything else: STOP PAYING THE MONSTER!!!

We can inform the public collectively, offering to those who are interested ways to understand what they can do to make the best real estate decisions--this time from the "horses mouth". I am open to hearing all the other ideas that are out there--something has to stick!

I just attended a "Give-Back" seminar that was held here in Southampton Village at the Southampton Arts Center on Jobs Lane and it was for our company with a handful of Douglas Elliman agents who appeared on a panel and who are in line with the same thinking--Give-back, or interact with the community:

These were agents who volunteer and are on the board of a day-school for the neediest of children in our area (no one seems to understand that there are very needy families here in the Hamptons).

An agent who has been a board member and President at one time for the "Fresh Air Fund", a 120 year old "summer home" for disabled children in New York City who get a free vacation here in the Hamptons very year.

An agent who is a volunteer coach in a local high school in Bridgehampton.

An agent who is a Colonial in the Air Force and he does volunteer helicopter rescues at sea and for accident victims here, who are taken to Stony Brook Hospital many miles away.

An agent who has been a volunteer in many of the local charitable groups here.

It was fascinating to watch as the whole idea of Direct Human Interaction was displayed right there in front of me--making a terrific point! What a great "from the Heart" experience!!

This is an opportunity for those of us who do remember the business when we still had a semblance of respect and personal dignity. We are a large group and it is impossible to destroy ALL of us; yet there is a full throated effort a-foot to undermine brokerages.

In the public perception, we have lost out completely to the most unlikely competitors--the world of technology!!

It is true that NAR did not support us in the very beginning when we had a chance to put the tech experts in their proper place! It is true that NAR did nothing as they watched the Zs and Ts come into our business with no real estate or local knowledge--and yet they turned away as these sites usurped the very reason for brokerage--to protect the public from nefarious, questionable treatment!

But, try we must!! I look forward to hearing comments from those members here on AR who have suggestions and ideas that can begin to bring the public interest back to us all! Please comment below??!

Southamtpon Village Real Estate Specialist since 1995; Also Specializes in North Sea, Noyac, Water Mill and Bridgehampton, New York

Diamond , Gold and Chairman's Circle Awards; Top Producer since 2005

Click here to see my Hampton's website to see all my listings; please email me or call me for all your real estate needs in Southampton, Bridgehampton and Watermill: http://www.elliman.com/paulahathaway

Comments

I think working in our niche markets and becoming ( and remaining) the true experts is critical. We find getting out in public, doing our videos, also connects us to our community. Being a part of a community is huge, we are also involved in groups that support our community. For example, I am part of 100 women Clark County - the group is actually larger than the inial 100 members. We meet quarterly and vote on a non-profit and each member contributes $100 to help the cause. It builds good will and is great networking. We have to get out from behind our computers. Bernie and I are also toying with the idea of offering multi-generational living workshops - the trend is growing - and we are the only agents in Clark County who specialize in this type of housing. I could go on and on, but don't want to hijack your great post, Paula. :)

Hi Debb: Wow, you are really interactive too! I just saw Anna Banana's featured post and it made me very emotional--just as yours has done! It makes me so proud to be connected with such people!...and your idea of workshops is great! This is such a hot bed of ideas right now, Activerain! I am so happy other agents are aligned with my thinking...I just signed up for a "Farming" webinar that Bob Stewart is offering---that is another way to interact with the public--Can't wait to do that one Tuesday, July 24th and it should be fabulous!

What a great post! So glad to see it featured. Working my farm area, being visable and being a trusted resource is where my business comes from. I support our community events both financially and with my time and energy. Debb Janes EcoBroker and Bernie Stea JD is right being an active participant builds good will and is great networking.

I'm not sure what other agents are doing but I know that 15 years ago, I said to myself, Google is the place to be. And I made sure I am there. That I can be found. So I stick out in the sea of agents.

Just today one of my team members said her buyer found an article I wrote by seaching Google, something about 10 ways to know you found the right house, and it helped them decide which home to buy, and they're ready to write.

So I say Google. I don't worry about Z. But then I never did find my clients at church or SOI.

Posted by Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents, Put 40 years of experience to work for you (Lyon Real Estate) 6 months ago

It would be dumb to make the agent a robot. We need some feelings so we can understand the clients

Hi Anthony: It is my complete pleasure to share with all of you! I only hope that somehow I am able to contribute to the extraordinary successes that agents are about to feel! I think it is just around the corner---look at those who are already doing the interaction that I speak of! thaks for reading and commenting!

Hi Dorie: Good for you! It sounds like you are really keeping yourself busy! I am hoping that with my encouragement we all start to get the vibe! your participation in your community sounds ideal for the points I am trying to make in general and you are already doing it! Thanks for reading and commenting, Dorie! I do appreciate your input here!

Hi Elizabeth: You were way ahead of the game---Google was into the clicks and such way back then, with their "Pay Per Click" ads. I did try them but it was right at the time that Google was accused of all kinds of shenanigans! Today I don't do Google--I do some Facebook but that does not pull---I am stymied currently so the interaction thing is my big focus. Thanks for reading and commenting, Elizabeth....

William: You said a Mouthful!! I could not have said it better! Look how many words it took for you to completely express your opinion--it took me several paragraphs to get mine out there--- I could take a page out of your book I guess! Hahaha

Paula, another well written and stated position, one of my niche market is and has been vacant land so I have many discussions with clients because otherwise I would have to write a book not an email to them and indeed technology is great if properly integrated with the human touch. BTW nothing wrong with old school of answering and returning calls:)Endre

Hi Paula - a great, thoughtful post, and I agree with your sentiments. Thursday we'll be participating in our Board of Realtor's "give-back day" but one's commitment and involvement in the community needs to be more than the odd day here and there.

I'm constantly telling our agents to get out and mingle, wear that name tag, make those calls. My challenge to them a few weeks ago was to find an organization or non-profit that would benefit from us. So far nothing, pity

Hi Andre: You got that right! There is nothing wrong with going back to the things that used to work for us--but there are a lot of things we haven't even tried yet and those are the really interactive things that show what we do--I really think seminars can work well when there is a possibility of public involvement public. Those and also the video is still a very valuable way to get your story out there to the public. We have an agetn in our Southampton office who started doing videos 5 years ago--that is somthing we all can create and get them onto Youtube, FB and all the other obvious places...It would be great to have a company like "Realestateshows.com" create some templates that can be custominzed easily. They have a really good template for virtual tours. They use stills instead of video and it is very effective.....Thanks for reading Andre!

Hi Michelle: You make the greatest point: There is no such thing as engaging in a dialogue on Zillow--therefore, no possibility of a relationship with any human there! You can't even call them actually--no contact information on the site except to those who are paying to be presented as top agents!

Hi Lottie: You are so right--the "now and then" participation in a project to aid the needy or any other volunteer work needs to be active and it needs to be on a regular basis. It should also be as public as possible---I know that it is much admired if it is done in a confidential manner and there is still a way that can be done; but if you are doing a long term stint at something it does not hurt to let the public know that you are available to discuss this involvement! You never know when it will "rub off" on the next person to get involved as well...Thus multiplying the effectiveness of your volunteerism!

Good Morning James: I know it is hard to locate the right fit--there are so many, however, that it may take some time but the perfect spot can be found. You might start by asking someone you know who is already volunteering on a project or event. Your agents may have friends who do it. I would encourage a gathering of agents who currently are involved in helping the needy---collecting coats, clothes or money for the homeless. Gather all your agents then to meet with those who are involved and create a list of groups that can use volunteers. There are some you would never think of --they operate below the radar, simply because giving is usually a private matter.

I agree with your thoughts about the dehumanization of the real estate agent, Paula. And, even with all the razzle-dazzle gee-wizzery of third parties, and technology, I find my most reliable source of clientele has come from my own face-to-face interaction in my community.

Good morning Myrl: That is what I have found too--the better my involvement in the community--meetings, social gatherings etc. --the better my chances of finding leads. Even a dinner out some times can generate a new source of leads. I have a sister whom I go to dinner with to a very social place here in the Hamptons--we meet new people all the time. We also meet some well-known people; I won't say celebrities necessarily but because of the proximity to a larger city, a small community can sometimes offer up media people or well known lawyers, doctors etc... and they can be very interesting to mix with. It dosen't hurt and "if you don't do it others will" is kind of my motto to get myself out there!

Hi Paula,What a great post!!! Out of all that, this statement jumped out at me:"It's not that the agents have forgotten---they have never known what it feels like!"

It is my contention that these are the newer agents who have been drinking the Z & T kool-aid, not knowing it is developing relationships through the personal connection that creates a long-term, sustainable, perrenial business.

Posted by Carol Williams, "Customized Mentoring & Marketing Services" (U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business.) 6 months ago

Posted by Carol Williams, "Customized Mentoring & Marketing Services" (U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business.) 6 months ago

Hi Carol: Thanks for reading and commenting --It has always been an assumption of mine that the agents who pay for their names to be represented on listings just to get leads, are the ones who are responsible for what has happened with the Zs and Ts and their so-called success with the public! So, the contention about the newer agents being the real culprits (because they don't realize the harm) is a correct one but there is also a huge segment of our profession who wrongly say to themselves: "I know it may not be good for real estate as a whole, but everybody else is doing it"! That thinking represents the very real desperation that is consuming the real estate business right now...I watched as a fellow agent, who has most of the $20Mil+ listings in our company, freaked out when she got one of those calls from an unknown new agent. He was asking her to give him all the inside details of her $39mil listing so he could be prepared for his showing! This listing agent is a pro of the first order but to cover her sudden fear of how Zillow is now affecting her business, she has started to pay them too!! It is all too convoluted now; one can no longer think that we are going to be fine when in fact those sites are here now--who knows for how long but they are a permanent part of real estate now and we MUST rise above it all and become what we once were--professional, informed and connected directly to the public. Thanks for your input--it is truly valued! And thank you for the feature too!! I LOVE YELLOW!!

Paula: you are doing a great job writing these posts! And of course you are absolutely correct about digital media negating the human interaction aspect of businesses that used to run by face to face and phone to phone communication. I think some of the gurus here might suggest that advertising your persona is more important than your listings - at least online.

Do we all require makeovers to appeal somehow to the stranger out there secretly clicking around???

Hi John: Very funny! I think a make-over is out of the question for most of us! Ha! I do know that earlier in this profession, I did have great success connecting with the public right here on AR...Then Zillow bought out the blogging part of AR and maybe all of it---didn't last very long because some of the members did buy them out in an effort to re-establish this platform as a successful blogging platform. But I have never recovered from that time period--makes me wonder if the Z, T and S effect just shut off the spiggot that used to bring in the listings. My blog posts were viewed all over the place in most search engines. Now I have tried to google myself just to see where I turn up and my posts rarely come up in any searches! One or two of my old posts may show up regardng the Southampton Village area but they are on the 3rd page somehwere....But, guess who does come up when you do a search of the Hamptons and it's areas??? Z, T, and S!! Now of course it is also "Outeast" which is a new Zillow purchase here---they also own our internal listing site (Realnet)BTW!! We pretty much have given it all over to those Technogiants! They own us now! Thanks for reading and commenting, John! I wish I had better things to blog about!!!

Thank you, Paula,, very good insight and very true. I tell my agents do not be a secret agent, be sure to give back to the community. You are right the public needs to know what we do. the personal touch is so important for most.

Hi Carol: Thanks for reading and commenting here! I love the "Do not be a secret agent!" idea--that says it all very clearly! I am reading so many good posts that are here on AR today---there is a mountain of information that we can all incorporate TODAY to get the thing off the ground. I believe we will do it--we will take back our profession and become the winners we all know that we are!!

Hi Paula, Great read, I totally agree we need to get back to pesonal interaction. It is the best way to connect with people. But Zillow is not going away and the public is hooked on the ease of information and everything they need at their fingertips via desktop & phone.

Hi Michael: Yes it appears that Z is part of our reality--for now! I see there is a shift going on already as the public reacts to the disconnet they are feeling with that website. Information is good just as it is when we take our RE classes; however, if that info is disconnected from the bigger picture, i.e. current sales, current trends in the market and changes at the community level, then the public remains vulnerable to the unknown--those things that WE are familiar with as agents. So, IMHO, the ease of a Z or T is not going to be the answer ultimately. Soon there will be a shift back to the licensed agent who is prepared to handle hidden issues, to correct the mistakes on the national websites and to be able to supply the local knowledge that is needed when making one's largest purchase: Real Property! We need to prepare for that time! Thanks for reading and sharing your valuable opinion, Michael!

Paula really good read and perspective. I have never stopped making personal interaction THE most important aspect of our business and never will. Our clients know, like and trust us and have for years. It's so important to keep in consistent regular touch with all of them and honestly it's fun. We often add in parties, wine tastings, lunch, coffee or dinners out etc etc. Do I have a presence on line. Of course. But I do not participate in the ZTR game of paying to advertise or for leads. That's nonsense to me. Agents need to build a sustainable client base - and those that do will last in this business, It's all about relationships!

I have often heard it said when was the last time you heard that Zillow put a buyer in a car and drove him to see a home and neighborhood. I do not think NAR is concerned with our marketing as evidenced by their actions over the last few years. We are on our own.

Great post thank you for sharing your thoughts. Stay close to the ones you work with. Create a wow factor ... Not much can be done about NAR they will do as they please regardless of any members thoughts.

Posted by Laura Filip, What can we do for you today? (Laura Filip Broker , Opening doors for All Seasons of Life ) 6 months ago

Hi Anna: Good for you--I remember you post yesterday and I think you have really revolutionized the way to get through the rough spots in real estate! Many agents right now are freaking out! It is the most outlandish thing I have ever seen here---especially here in the Hamptons--We have a rather Patrician demographic here and the agetns are all part of that--those who are now playing that game you speak of with Z,T and R ar new to the area; from the city as a matter of fact! They came here to make gobs of money, never giving a thought to the use of a national site--having no knowledge of the areas themslves except for the celebrity aspect and the party atmosphere, they buy their leads and at first they thrived--2 years have gone by and now the public is alert to the ruse of Zillow and those agents are suffering. The market is dead! No one trusts the agents anymore--the houses are all overpriced and people are just not interested...Anyway, thanks for your comment and input!!I really appreciate it!

Debbie: It is so true--"We ARE all on our own"! it is pretty jarring to see the way people are treating agents here right now...They are only using them to see the inside of the big expensive houses--then they disappear--poof! these people are here becasue they can rent a hosue for a few bucks through Air B&B--They are not able to afford the houses here...So that means the resort rental market has gone bust! Every house here is now a hotel. The people who are coming here are partying and then leaving their messes for the homeowner--not your typical summer tenant who pays a fortune to be here for 3 months!! That typical tenant has gone to greener pastures--they can't stand the new day tripper who eats on the street and leaves their trash for someone else to pick up! So we are getting it at both ends and it is no fun!! The internet has left it's mark on this wonderful place and I am hoping that we as a community can begin to bring it back, as long as we stay focused....

Hi Laura: Thanks for the tip! Sounds like it may work! I agree about NAR--They have never taken it upon themselves to help us out in any way! I heard they are blaming the heads of the big real estate brokerages for selling us down the river! It was that too but more than anything it was the way the agents started to pay for leads--out of thin air there was a "gold rush" to the Zs and Ts and that ws the beginning of the end. I almost feel like the State could have stepped in too--maybe regulate the way private property is listed for the public--those sites do make homeowners vulnerable in ways we as an industry NEVER did...they were protected by our licenseing laws and our companies kept their personal information/home access under lock and key--literally! Thanks for your comment!

Zillow and the others can't change the fact that this is a relationships based business. We have to adapt to changes in the industry, of course, but successful agents are always going to be about the relationships.

Hi Wayne and Jean Marie: That is the key--relationships. That means person to person, directly connecting by phone, in the office or an open house! I am so happy you agree! Wonder when this Internet interference will die down? Maybe in another year? Maybe never but it certainly is a monster of an interference!! Thanks for reading and commenting!

Hi Gordon: Thanks for reading it and commenting here! Yes BZ is a buzz acronym that works well--I just made it up, but it fits doesn't it? There is so much BZZZ about Z right now but I believe it's because it is a very negative influence on the whole real estate profession---maybe it will take a while to go away or adjust and let us get on with our lives as agents but it is an interference that we can't just ignore! I totally agree with: "Nothing will ever compare to a thoroughly knowledgeable professional who knows the local markets and the intricacies that Z or any other technology can't isolate". That is a complete description of what we do and what they have absolutely no understanding of. Thanks for your valuable input, Gordon!

Hi Richie: I don't know what you mean--but if you are saying Z is about to upset the whole brokerage community--I beleive THEY think they will do that but they have no idea what they are up against when it comes to the real estate community! After hearing from so many agents in recent weeks, I think that we make a formidable challenge!! Thanks for reading and commenting!

Hi Sheila: I totally agree--we have a certain amount of mechanization--but it is limited when you get right down to the real workings of real estate. There is too much that is left up to human interaction for it to be easily converted to internet mechanization--as you say: "It is too important"! It still is after all, the single largest purchase one makes in ones lifetime!!!

Our wonderful agents go out of their way to be part of the community. One of our clients with her husband help the Navy Seals Museum which is dedicated to help the children of the Navy Seals whose parents have died in service, and so many other things. They own a golf tournament, which also funds the Seals.

HI Alexandra: That sounds terrific! I Love the idea of doing something special for the Navy seals. They are especially deserving with all they do for the public! Giving Back is such a good idea and I am always looking for the right place to put my time in as a volunteer...I see that your agents do the same..

Thanks for this insightful and timely post. Those of us in the business for a long time remember how we could help clients BZ (love that!). Now we still help clients in spite of Z and others. It's just harder sometimes, and requires another way of communicating with those clients to help them get what they want.

Hii Mary Ann: You have it! It is so much more difficult today and we have to be so much more creative and sensitive to what the public needs in the way of guidance--It's almost like we need to walk on eggshells for the moment because I believe there are very deep wounds from the internet and the way the public has been throw to the wolves, so to speak!

"No longer can we rely on our reputations to get referrals and calls from friends and friends of friends!" Paula you hit the nail on the head for me. I am at that place. For so many years, I relied on my reputation and from referrals but after being away for almost two years due to illness--I feel like a newbie, but I'm determined to get back to work and I will not be afraid of the challenges that I see coming. "I will not be afraid of the challenges I see coming"....this is my mantra when I wake up. I have to admit, some days are tougher, I'm still dealing with the side affects of chemo and radiation...but if cancer didn't kill me, I'm not going to let zillow or redfin get the best of me yet. I'm fighting back. I just don't know exactly how, yet.

Good for you! Don't let them get to you---Just keep reading the posts here and that will help you to get to the point where you understand how they are affectng our businesses and what you can do to stop them. Good luck with your "fight" and keep us all posted as to how you are progressing, OK? Thanks for reading and sharing here!

Picking up the phone and calling works wonders these days. In a world increasingly dominated by email, it is nice to remind your client that there is a human being on the other end of the communication.

Hi Kevin: Boy! Is that true! I get more of a response to my phone calls and mailers than I am getting from anything online--it is like someone threw a switch! This will drive my whole marketing strategy going forward....Thanks for reading and commenting, Kevin!